The 'Average' Woman Is Now Size 16 Or 18. Why Do Retailers Keep Failing Her?

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The average size of an American woman is now between 16 and 18, according to a new study from the International Journal of Fashion Design, Technology and Education. Previously, it was commonly thought that this average size was 14. However, the researchers found that this number increased in the last 10 years.

The research utilized the measurements of more than 5,500 American women who are over 20 years old and also incorporated findings of the Centers for Disease Control and Prevention.

Despite these findings, most retailers still consider the sizes above 16 to be "plus size." As most haven’t really caught up with the evolution of the women’s bodies in America and beyond, for the"‘average woman," it can be a struggle to shop for clothes.

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“I hate clothes shopping,” said Tina Price-Johnson, 44, who is an "average" size of 16 or 18. She has been on medication due to a disability for the last 33 years, which had an affected her ability to exercise and lose weight through diet.

Price-Johnson is one of the millions of women who experiences anxiety as a result of not being able to find fitting clothes and feels retailers "failed" her.

“[Shopping for clothes] causes anxiety and exacerbates my clinical depression if I am in a downward trajectory. Not only does the clothing stores stock discriminate against able-bodied women of size, it also discriminates against disabled people whose size may be due to disability,” she added.

There are many studies, including one from suggesting that the size doesn’t equal health and one can indeed be fat and fit – or thin and unhealthy.

The researchers of the study hope “that women may be relieved in knowing the average clothing size worn is larger than [they] thought.” They also expect their findings to be a food for thought for the garment retailers and alter the common acceptance of what is ‘average’.

The issues and inaccuracies with the outdated sizes of retailers not only alienate millions of women in the world, they are also likely costing millions to the companies.